BOTH SIDES Y&R Mexico para Xerox

BOTH SIDES

Añadir a la colección
Añadir una nota
Sector Las cuestiones ambientales y de los animales
Media Promo / PR, Case study
Mercado México
Agencia Y&R Mexico
Art Director Esteban Sacco, Oscar Cuevas
Copywriter Jaime Duque, Rafael Barthaburu, Victor Osorio, Francisco Ferro
Publicado mayo 2011

Creditos y descripciones

Category: Environmental PR
Advertiser: XEROX
Product/Service: ENVIRONMENTAL AWARENESS
Chief Creative Officer: Rafael Barthaburu (Young and Rubicam)
Chief Creative Offier: Esteban Sacco (Young and Rubicam)
Creative Director: Francisco Ferro (Young and Rubicam)
Art Director: Esteban Sacco (Young and Rubicam)
Art Director: Oscar Cuevas (Young and Rubicam)
Copywriter: Rafael Barthaburu (Young and Rubicam)
Copywriter: Francisco Ferro (Young and Rubicam)
Account Manager: Arturo Miranda (Young and Rubicam)
Agency Producer: Rita Villasenor (Young and Rubicam)
Agency Producer: Candido Mendoza (Young and Rubicam)
Media placement: Outdoor 3 Ads - Outdoor - March 2011

Summary of the Campaign
Invite people to re-use each paper sheet by printing on its back side.
And in this way achieve a 50% decrease impact on the environment.

A clear, didactic and simple message using recycled ads to invite people to recycle paper when they print.

Printing our message on the back side of already published ads.
The ads where displayed along different places on Mexico City.

Our campaign was prescribed in more than 100 points in the city of Mexico, which represent approximately 750,000 people who read our message and are sensitive to this issue.

The Situation
Mexico has a population of more than 110 million people.
Millions of people that print millions of paper sheets every day.
Thousands of trees are cut down daily in order to make those paper sheets.
Invite people to re-use each paper sheet by printing on its back side.
And in this way achieve a 50% decrease impact on the environment.

The Goal
Decrease the number of trees that are cut down.

The Strategy
A clear, didactic and simple message using recycled ads to invite people to recycle paper when they print.

Execution
Printing our message on the back side of already published ads.
The ads where displayed along different places on Mexico City.

Documented Results
Our campaign was prescribed in more than 100 points in the city of Mexico, which represent approximately 750,000 people who read our message and are sensitive to this issue.

Moreover, the campaign was covered spontaneously by an enormous variety of news media, both written, as television and digital, giving the brand and its message a huge awareness for free. Among others, the Reforma newspaper with a circulation of 150,000, and The Universal has a circulation of 120,000 copies, covered the action. Which would have meant an advertising investment of about $130,000 in the first week only.

Thanks to this campaign according to a survey of Xerox, they have already adopted this initiative in Mexico, Price Water House, Nextel, IFE (Federal Electoral Institute), GNP (ING Insurance), NADRA (Pharmaceutical Product Distribution) and Telmex, among an endless number of more companies who are joining the cause.